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A two-part presentation on Social Media. The first part describes what Social Media is and is not. The second part presents the 7 steps a marketer should follow for success using Social Media.
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Social Media7 Steps to Success
Monday, November 9, 2009
UnderstandWhat it is, how it’s used and how it fits into the larger business strategy
Monday, November 9, 2009
Social Media is information content created by people,
Using highly accessible and scalable publishing technologies,
To share their stories and experiences (words, pictures, videos and audio), and
Influence interaction between peers and with public audiences
Monday, November 9, 2009
The challenge is to stop thinking about Social Media in traditional marketing communication terms
Monday, November 9, 2009
Marketers should be thinking about Social Media in terms of ...
Monday, November 9, 2009
The relationships they have with customers, and
What kind of relationship do they want in the future
Monday, November 9, 2009
Social Media is a strategy
It’s not a campaign
Charlene Li, a thought leader on social and emerging technologies and co-author of "Groundswell"
Monday, November 9, 2009
Social MediaCharacteristics
Monday, November 9, 2009
OpennessSocial Media is open to
feedback and participation. It encourages voting, commenting and information sharing. There are rarely barriers to accessing
and using content.
Monday, November 9, 2009
ConversationWhere traditional media is a one-way “broadcast,” Social
Media is a two-way conversation.
Monday, November 9, 2009
CommunitySocial Media allows common interest communities to form
quickly and communicate effectively.
Monday, November 9, 2009
ConnectednessOn their terms: when they want to, how they want to and where they want to with others of
similar interests.
Monday, November 9, 2009
ParticipationSocial Media blurs the line
between media and audience. It encourages contributions and feedback from everyone
who is interested.
Monday, November 9, 2009
Customers are in controlYou can only influence
Monday, November 9, 2009
7 Steps to Success1. Listen
2. Define success
3. Write the strategy
4. Determine the means
5. Participate
6. Measure
7. Adjust
Monday, November 9, 2009
1. ListenUse tools that aggregates
content based on keywords from most Social Media
channels
Radian6
Monday, November 9, 2009
2. Define Success
• Measurable and meaningful goals
- Lift in consideration
- Improvement in consideration rank
- Better value perception
Monday, November 9, 2009
3. Write the Strategy
• Appropriate to the channel and goals
- To build loyalty among category heavy users, X will support a community where fans can share experiences and initiate conversation about and with X, and with each other
Monday, November 9, 2009
4. Determine the Means
• Not all channel choices are appropriate or necessary in the beginning
• Carefully consider the impact of Social Media on your organization
Monday, November 9, 2009
5. Participate
• It requires commitment
• Social Media is not easy and it’s not cheap
Monday, November 9, 2009
6. Measure
• Measure against the business goal
• Don’t measure the froth
Monday, November 9, 2009
7. Adjust
• Don’t swim up stream
• Invest in what’s working
• Try new things
Monday, November 9, 2009
The conversation is happening.
Now is the time to listen to the
conversation and prepare for 2010
You’ve 3 options: ignore it,
ride on top of it, or participate.
Monday, November 9, 2009
James HipkinAn inventive problem-solver with creative vision and bottom-line sensibility. Over 30 years of multi-disciplinary experience with high-profile, global brands and B2C clients in packaged goods, durables, transportation, telecomm, and financial services.James records his unique point of view and practical tips on his blog Hipkin’s Hip Shots.
Contact James:
415-505-0632jhipkin@gmail.com
Monday, November 9, 2009
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